Netflix is shifting its marketing strategy and laying off some employees in the process
Sources say the streaming giant, which has emphasized marketing individual shows and movies in recent years, will work to better sell the service as a whole. Though specifics about the strategy are being worked out, an ad campaign built around a big premiere film like Sandra Bullock’smight be coupled with a general pitch for Netflix as the home for thousands of premium movies and awards-caliber shows.
But sources within Netflix dispute that the platform's desire to market the service as a whole necessarily means less project-specific marketing — rather that there will simply be more of a focus on making sure those titles reflect and clearly tie into the larger company brand. Netflix declined to comment.
Insiders say the changes are coming from the company's new chief marketing officer, Jackie Lee-Joe, who was hired from BBC Studios in July following former chief marketing officer Kelly Bennett's retirement. Lee-Joe is said to have felt that Netflix over-hired in the marketing department and is looking to structure the team in a more effective way. According to the company's latest 10-K filing with the SEC, Netflix spent more than $1.8 billion on advertising in 2018.
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